General discussion on commodity marketing planning scheme: 5 articles

Five articles on commodity marketing planning scheme

In order to ensure that things or work are carried out in an orderly and powerful way, it is usually necessary to make a complete plan in advance. The plan is concrete, thorough and operable in terms of purpose, requirements, methods and progress. The following is a rough product marketing plan that I have carefully arranged for you. I hope you like it!

General commodity marketing planning scheme 1 1. Purpose of the activity:

Make full use of the opportunity of the 11th National Day, integrate resources, carry out a long-term promotion activity in a planned and strategic way, better convey the management concept of furniture, enhance the brand image of enterprises, stimulate product sales, and realize the synchronous promotion of brand image and product sales.

Second, the theme of the event:

Activity theme: 5600 yuan suit, combined furniture, one yuan spike.

Campaign slogan: Come on when you buy furniture.

Third, the activity ideas

Make full use of Mid-Autumn Festival and National Day, directly benefit consumers, increase product sales, and expand _ _ _ through one-yuan spike, special package furniture and other promotional methods.

Fourth, the activity time:

September, 20__ _ 10 —— 20 _ _ _ 10/5/0.

Verb (short for verb) Location:

Zhengbian Road Phoenix City Home Furnishing Supermarket

Activity of intransitive verbs:

1, _ _ one yuan "seconds kill" is more exciting!

2. _ _ Booking a set of furniture is a surprise!

3, _ _ suite furniture is more valuable!

Activity1"_ _ one dollar" spike "more exciting" implementation details

Activity overview:

One-dollar spike is a new way to promote consumption with the prosperity of the network. Due to the network environment, this form is considered to lack credibility, and the one-dollar spike is criticized by netizens. There is also a problem of honesty when transplanting one-dollar spike into actual commercial sales. It is based on this situation that the creation proposal of Central is linked with the media to enhance the credibility of the event, and it will get twice the result with half the effort by spreading activities and organizing personnel through the resources of the media.

Activity time:

10 June 20th __ 1, 3, 5, 10: 00 am and 17: 00 pm.

Active commodities:

Suite furniture worth 5600 yuan, with 30 sets of whole suite furniture.

Participate in customer qualification:

Customers with _ _ home supermarket _ _ suite furniture one yuan "seconds kill" card.

How to get the qualification to participate in activities:

1, September10-June 5438+00 5, subscribe to the second kill coupon at _ _ furniture supermarket;

2. 65438+ 10 month, 1-65438+ 10 month, 5. Subscribe at the Phoenix _ _ one-yuan spike coupon claim office;

3. During September 10-September 510, call the _ _ Evening News issuing hotline 67__ or contact the _ _ Evening News publisher to apply for a one-yuan second-kill coupon;

During April and September 10-1October 510, you can get a one-yuan "second kill" coupon by booking _ _ sets of furniture.

Activity promotion:

1, ground promotion: During June1-1October 5 10, a one-yuan second-kill coupon sales department with no less than 10 will be arranged around Phoenix for promotion;

2, home page promotion: _ _ Evening News distribution team, daily home page direct promotion;

3. Community promotion: _ _ Designated communities are promoted by targeted customers of _ _ Evening News publishers;

4. Indoor promotion: During September 10-September 510, at least five one-yuan spike card sales points will be arranged at the fourth floor of Phoenix South Building and _ _ Store for promotion;

5. Media promotion: _ _ newspapers, dm and big-screen promotion activities.

Choose to cooperate with the media:

The customer base of _ _ is mainly _ _ consumers. If you want to promote the activity well, you must first influence _ _ people. To influence _ _ people, we must choose the media that can influence _ _ people. _ _ Evening News is mainly distributed in _ _ urban area and surrounding cities and counties. It has been running for more than 60 years and has a good reputation in the minds of people. It has a wide distribution coverage in urban areas and is subscribed by party newspapers. Readers have a large proportion of middle-level and above leaders in institutions, which is consistent with the customer base. It is more appropriate to cooperate with _ _ Evening News.

Forms of media cooperation:

1, in the form of recruiting members of "_ _ Evening News _ _ Suite and Modular Furniture One-Yuan Spike Group", to conduct large-scale customer gathering;

2. Collect target customers in the form of "booking _ _ suite furniture and delivering _ _ evening newspaper and _ _ mobile newspaper".

3. Promote activities in the form of "Evening News Furniture Meeting the West" to convey the contents of the activities.

Customer organization:

1, _ _ Evening News _ _ Recruitment Form for Members of One-Yuan Seconds Kill Group of Suit Combination Furniture for large-scale customer visits;

2. _ _ Customer information base, which organizes mass short messages for customers to inform the activities;

3. _ _ Building materials and home furnishing customer information base, which organizes mass short messages for customers to inform the activities;

4. During the activity, go to _ _ store to consult customers who are interested in buying and organize scattered guests.

General discussion on commodity marketing planning scheme II

I. Theme of the event:

New clothes debut, colorful attack, peak feedback, welcome May Day.

Second, the activity time:

30 April-7 May

Three. Activities:

Activity 1: A coupon for the whole city.

Activity content: During the activity, customers spend 25 1 yuan (member 15 1 yuan) on the same day, and jewelry needs 55 1 yuan (member 35 1 yuan) to get a city pass (which can be used in shopping malls and other formats).

Remarks:

1, you can enjoy the membership discount only with your membership card.

2. Receipts should be accumulated on the same day.

3. You can get two tickets if you have accumulated over 502 yuan (members have accumulated over 302 yuan), and so on. Each person is limited to 3 tickets at most.

Only one coupon can be used to buy a department store at a time.

5. See the instructions on the back of the pass voucher for the usage.

Note to cashier:

(1) Pay attention to check the integrity of coupons when collecting them. Only the primary coupon or the secondary coupon is not accepted.

(2) When receiving the pass coupon, just tear off the vice coupon of the pass coupon and return the positive coupon to the customer.

Gift-giving place: at the entrance of the home pavilion on the second floor: 4 staff members are needed at the event site (2 in the morning shift and 2 in the afternoon shift). One person is responsible for accumulating shopping receipts, affixing the "Award" stamp on the back of the shopping receipts (by computer and by hand) and issuing the pass coupons, while the other person is responsible for registering the pass coupons (checking the customer membership card and registering the card number).

Activity 2: Draw a lucky prize.

Customers who shop during the activity can get a lottery card when the single ticket is over 50 yuan (jewelry counter is over 100 yuan). The higher the spending amount, the more lottery cards they get. Lottery cards are divided into a (customer retention) and b (lottery). Customers must accurately fill in their name and valid ID number on the lottery ticket, and put the lottery ticket into the lottery box within the specified time to participate in the lottery. Prize setting: 888 yuan cash card, 50 yuan cash card, plush toys.

1, lucky draw operation flow:

Twenty-four winning numbers were drawn at the lucky draw. After the winning number is announced, the winner will go on stage and choose the logo according to the staff's prompt. The prize is marked on the back of each sign, and the winner can get the prize marked on the back by choosing which sign.

2. Lottery card collection

① Buy more and send more.

A single ticket can get a lottery card for every 50 yuan (jewelry full 100 yuan). The more you buy, the more you get. According to the multiple of 50 yuan (jewelry full 100 yuan), the number of single tickets can be unlimited.

Precautions for shopping guide: When issuing a small ticket, the shopping guide should indicate the number of lottery cards in the upper right corner. For example, if a customer spends 10 10 yuan on a single receipt, the customer can redeem 20 lottery cards (only the whole number is taken, and the remainder is not counted).

② The receipt is limited to one sheet, not more.

Emphasis: if you open two products (20 yuan and 30 yuan) at the same counter on a small ticket, you can get a lottery card if the amount exceeds the base of the card; If two receipts are issued for two products, and each receipt is less than the card collection base, the lottery card cannot be collected cumulatively.

(3) Lottery card collection location: cashier on each floor.

General discussion on commodity marketing planning scheme 3

I. Purpose

Meet the reasonable needs of users, reduce user complaints, reduce user complaints, improve user satisfaction, ensure no media exposure events, ensure market stability, and ensure the smooth passage of the 20__ year Consumer Rights Protection Day.

Second, the content of the activity

(a) the investigation and handling of key users:

Definition:

1) user's background particularity.

2) Users send letters and telegrams directly to the news media.

3) The user complained about the _ _ hotline for identity failure for more than two times, and the problem remains unresolved.

4) Major responsibility events, but they have not been completely handled.

5) Service outlets can't solve technical problems, so call/write to our department for handling.

6) During the warranty period, the number of claims for the same vehicle in a single month is more than X times.

7) The same fault that is abnormally damaged within the three-guarantee period is replaced twice or more within two months.

8) The user leaves the car at the service station and refuses to repair it.

Level classification:

1) aaa users are deemed to be in urgent need of treatment, and the treatment period shall not exceed X days.

2) aa users are designated as negotiation processing, and the processing cycle does not exceed X days.

3) a-level users (who make unreasonable demands, which may lead to the escalation of complaints) are designated as negotiation, stability and appeasement, and the processing period shall not exceed X days.

Check:

After reviewing the authenticity and validity of the information provided by outlets, the sales service manager shall report it to the regional manager and assistant manager once before X, and the key users who appear after X shall report it separately on the same day and by email. 

This notice will be included in the daily assessment of the service station. If it fails to report within the time limit, the company will punish it according to the assessment results.

(III) Implementation of after-sales service activities

Service providers must be urged to operate carefully in accordance with the service activities of _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

1) Do a good job in registering users' participation activities and improve the files of end customers.

2) Find key users in advance and handle them in time to prevent user complaints or complaints from escalating.

3) Screen out loyal users and conduct positive publicity.

4) Increase the number of customers for service providers and prevent the loss of users.

General discussion on commodity marketing planning scheme 4

I. Marketing strategic objectives:

Seize market share, build marketing system, build industry brands and increase net profit.

Second, the marketing ideas:

1, bundled sales, and formed a strategic alliance with real estate developers, commercial banks and well-known interior decoration design companies to enhance consumers' awareness and recognition of the company's products;

2. Take advantage of the chicken to lay eggs, cooperate with logistics companies and interior decoration design companies, and build the cross-regional retail, after-sales maintenance and additional publicity and promotion effects of the company's products through the e-commerce model;

3. Focus on the foundation, strengthen the government's efforts to tackle key problems, undertake the indoor intelligent design and safety system of urban landmark buildings at an appropriate cost, and hold experience exhibitions in a timely manner to enhance the company's influence;

4, self-improvement, through internal training, improve the team's combat effectiveness;

5. Appropriately authorize and increase promotion channels;

6. Bloom all around and pay close attention to publicity;

Third, the specific operation method:

1. All real estate developers will launch a series of preferential activities during the construction and sales of real estate, such as "down payment for furniture" and "down payment for property management fees". The actual donation amount of such activities is generally between 5,000 yuan and 20,000 yuan, which is in line with the price of household products launched by our company. Therefore, the company can make use of this real estate marketing practice to actively plan public relations with real estate marketing operators at various sales points.

2. In order to cooperate with the strategy of forming a sales alliance with real estate, it is suggested that the company put X posters, banners, product manuals, physical product displays and other publicity materials in various cooperative real estate projects, and shoot cartoons to scroll on the big screens of major commercial streets in the city;

3. Hold regular product concept exchange meetings, and invite sales managers, sales supervisors, salesmen, residential property management supervisors, customer service supervisors, engineering supervisors and security supervisors of major real estates to participate.

4. By the same token, when consumers borrow money from banks to buy houses, banks will also offer them long-term credit products in due course, such as "loans of more than 500,000 yuan and pre-delivery of brand-name mobile phones". Therefore, the company can learn from the mode of marketing planning traders' public relations with real estate suppliers and form a bundled sales alliance with the bank credit approval department;

Rich second generation, white-collar workers, intellectuals and middle class are the main consumers of smart home products. Therefore, the company should seize the preferences of this consumer group and form a process of "promotion-rebate-customer feedback exchange" with fashionable interior design companies in every city, so as to improve the company's market reputation and provide information basis for promoting product upgrading;

6. In order to seize the market share, the company can formulate simple and easy-to-understand product installation and use instructions, and then promote the products in cities that are temporarily unable to open sales outlets through e-commerce promotion, logistics company insurance, and interior decoration design companies.

7. Obtaining government procurement is an important opportunity for enterprises to create huge profit space and rapidly enhance the influence of the industry. Therefore, the company can carry out appropriate cost public relations for indoor intelligent installation projects of some landmark buildings in the city, such as gymnasiums, libraries, schools, government office buildings, etc., and invite celebrities from regional internal affairs and businesses to participate in the product experience exhibition after the successful completion of the project to enhance the company's popularity;

8. Pay attention to the distribution of sales points of major competitors. When a major competitor opens a branch in a certain area of the city, the company's decision-making level should focus on: 1. Why do competitors choose to open branches in that place? Are there any large buildings, pedestrian streets, hotels, office buildings or factories around the site? What are the main features of competitors who set up branches in this area?

The company should hold regular market competition seminars to explain the competitors' situation, the company's future planning and the current market situation to the employees, so that the sales staff can have sufficient information preparation when selling products to customers. In addition, when necessary, the company can discuss the possibility of monopolizing the market with competitors;

9. Set discount permissions. The sales manager can not only appropriately authorize the sales staff to make discounts and concessions, but also give the sales staff certain marketing promotion authority from the aspects of extending the warranty period, bearing the product freight and allowing short-term credit sales.

10. Implement preferential policies for internal employees. If employees are willing to buy the company's smart home products, the company should give employees preferential treatment in terms of price, installation quality and after-sales service quality, so as to drive employees' relatives and friends to pay attention to and buy the company's products, thus consolidating and exerting their own resources;

1 1. Actively handle inventory. The Finance Department shall make provision for accumulated depreciation of inventories. All stocks that exceed a certain period of time will be sold at a reduced price, and small accessories and low-value equipment can even be used as promotional means to do marketing in the form of buying one get one free with high-end products;

12, public opinion marketing, promoting products to urban residents in the form of street lamps, billboards, car seat covers, elevator LCD monitors, etc. In the main squares, intersections, bus stops and subway stations of the city, and focus on how to make the products "safe for the elderly and children, high-grade, comfortable and cheap";

13, the company can set up and place shops or some high-end products near or even inside large supermarkets, and gain product popularity with the help of people in supermarkets.

General discussion on commodity marketing planning scheme 5

Executive Department, Supervision Department and Textual Research Department

First, advertising planning research

Cosmetics produced by a famous cosmetics company have always been famous for their noble and excellent quality. When it comes to its brand cosmetics, consumers always trust it very much, and all kinds of brand perfumes are more favored by female consumers.

(A) analysis of the characteristics of various brands of perfume

The differences between our perfume (for ladies only) and other competitive brands in packaging characteristics, packaging specifications and prices are shown in the following table.

Differentiation comparison between perfume and other brands

Perfume brand packaging characteristic packaging specifications (ml) price (yuan)

perfume

Brand perfume

B brand perfume

C brand perfume

(B) Analysis of the current situation of perfume advertising market

Through the investigation of the national perfume market, the advertising volume of major competitive brands is analyzed and compared, as shown in the following table.

20__ _ The top eight perfume brands in the second half of the year.

Unit: 10,000 yuan

Ranked brand's year-on-year growth rate (%) from July 20th to June 65438+February 20th.

1 A brand perfume

2 B brand perfume

3 C brand perfume

four

(3) Description of perfume target market

1. The breakdown of perfume market is shown in the following table.

Perfume market breakdown table

Target object of overall market segmentation

Perfume market at home and abroad 1. The main market (active customers) (1) is mainly aimed at senior white-collar women and rich women aged 22-45.

(2) Professionals in the beauty industry (such as beauticians and makeup artists). )

2. Secondary market (inactive customers) (1)1unmarried white-collar women aged from 8 to 22.

(2) 18 ~ 40 years old male.

2. Target consumer research.

The following table describes the characteristics of the target consumers.

Perfume consumer characteristic analysis table

Characteristic elements of the target market; Characteristic description of the target market.

1. Purchase channel: department store counter for unmarried women (1)

(2) Large shopping malls or shops

(3) brought back from abroad

Married Lady (1) Department Store Counter or Department Store

(2) Consult friends about the brand and place of purchase before buying.

(3) brought back from abroad

2. Purchase status (1) Used up before purchase.

(2) If you haven't used it up, you can buy it if you like.

(3) Gifts from relatives and friends

3. Consumer Behavior (Application) (1) Attending a formal banquet

(2) Go to work at ordinary times

(3) Go shopping